KIWISR 2001 Examination of the role of changing information technology to exploit potential knowledge in customer support. Judith A. Molka-Danielsen

Knowledge - is what we know and has not yet been proven invalid…or what we can know. Accepted knowledge Workable knowledge Potential knowledge ESS DSS, KWS TPS Knowledge components ``science’’- public laws, theorems, procedures ``judgement’’- policy rules, probabilstic parameters, heuristics ``experience’’- private experience, current transactions, observations

Levels of Knowledge (Cost and Value) Accepted knowledge Workable knowledge Potential knowledge ESS DSS, KWS TPS Expected Value from investment (increases) Cost to collate and exploit knowledge (increases) Cost to build and collect knowledge (increases)

Limitations of Client-Server Computing Client sends variables to program using a form clientserver program dbms lookup CGI TPM control monitor HTML Pages (static, dynamic) 1. Customer fills in form and receive page back. 2. Forms info can find their way into dbms, and datamarts, but must be processed. 3. Most info on web sites are in HTML. 4. Indicies in search engines are based on HTML documents. 5. XML offers more current view of data in dbms, but current search engine approach must change. scripts variables ``The Use of Knowledge and Systems Interfaces´´

Complexity of the Web Site increases for e-business Accepted knowledge Workable knowledge Potential knowledge DSS KWS TPS Expected Value from investment (increases) Cost to build and collect knowledge Catalog/Info Web Site Web Site & DBMS integrated Complexity and Cost to build Individual Web Site Increases

Brokered E-services must replace Present Web Sites The web site is proprietary, massive and costly to maintain. Today web sites (Amazon.com) provide services (sell books) All support services (code) must be implemented on their site. These services (inventory mgmt, distribution, billing, store front) are not part of their core business. Business solution: Outsource non-core services. Enabling service model: Electronic Service Brokers using universal computing technologies.

A brokered E-service Web service registory engine E-travel Broker E-airlineE-hotelE-car agency Proxy air-service Proxy hotel-service Proxy car-service Client Personal Broker Client Browser HTML/HTTP XML/HTTP HTML/HTTP XML/HTTP Service components or object brokers

A brokered E-service Session 1. Provider registers and advertises a service with a service registery. Includes description of service (attributes) and description of the service interface. Services must share a common vocabulary of attributes. There can be many registery engines. 2. Client requests a service by means of attributes. The registory core provides the client with a service stub. 3. The client accesses the service with the service stub. The access is monitored by the registory core. Services broadcast their existance.

Complexity of brokered E-services Accepted knowledge Workable knowledge Potential knowledge DSS KWS TPS Expected Value from investment (increases) Cost to collate and exploit knowledge --O --O --O (modular e-services) Enterprise DBMS Cost to collect and build using a brokered E-services is low. Info exchange Use knowledge here Build here

The Future: brokered E-services are an evolution from proprietary Web sites + Increased Expected Value: use of knowledge in its most potential form, unique firm-specific knowledge is a source of strategic value. + Lower Costs: ReUse of small common bricks of service code, part of a open IT infrastructure. Lowers entry costs for exploiting potential knowledge for e-business. + Spontaneous advertising: always available, always current. + Quality of Service: Focus on product, not web site development. - Business must develop new approach for building brand recognition and introducing new products. - Business must keep secondary channels for direct contact with the customer. E-brokers only interactions can leave businesses out-of-touch.